Nanjing Fresh Agricultural Products Retail Format Development Research

Fresh agricultural products occupy a large proportion in the residents’ consumption in our country,is in addition to food in People’s Daily life is the most basic of consumer goods and the main source of food,to most city dwellers,buy fresh agricultural products is the highest frequency of consumption behavior,and retailers is responsible for the fresh agricultural products from producers to consumers the last link of task.For retailers,the pursuit of profit maximization is the main target,is also the foundation of its existence and development.And as an industry,under the market economic system,also has its inherent evolution law.But for governments,fresh agricultural products is the local people’s livelihood to the special consumer goods,guarantee the quality cheap,adequate supply,and maximize the convenience of consumers to buy,is that local governments must pay attention to and solve the problem.Since China’s reform and opening up,great changes have taken place in the agricultural product circulation system in our country,it also provided directly reflected in consumer retail terminal of fresh agricultural products,it can be seen from the evolution of the fresh agricultural products retail formats.An era is the farmer’s market,and since 1985,fresh agricultural products is the first release,the farmer’s market arises at the historic moment,the farmer’s market in cities is the main channel of agricultural products circulation.Second,supermarket development period,since the mid-1990-s,retail format of fresh agricultural product in our country change,on the basis of a farmers’ market appeared the new type of fresh agricultural products of supermarket retail terminal.Three is in the sprout period of fresh agricultural products e-commerce.China electronic commerce research center monitoring data show that in 2014 the national fresh electrical business deals reached 26 billion,compared with 2013,13 billion,a full 100%growth.In developed countries,agricultural products of supermarket management is a main form of agricultural products retail,but the supermarket management in our country is not like original prediction scholars to rapid development,its market share is far lower than the farmer’s market;New competitors,on the other hand,has emerged,although e-commerce fresh agricultural products market share is very low,but because of the Internet,through the label,is in the midst of the investment of tuyere.In a market economy,the consumer to exercise the consumer sovereignty,therefore this article attempts from the perspective of consumer retail end choice to explain retail format of fresh agricultural product in our country the status quo and evolution,and explore the development prospect of fresh agricultural products e-commerce.This article first to the development of fresh agricultural products retail formats are analyzed in theory.In theory analysis,for fresh agricultural products first defined the concept of retail formats,and then through the fresh agricultural products production,consumption and circulation characteristic analysis,reveals the difference on the particularity of general commodities;On the basis of using the related theory of retail formats analyzed the main factors influencing the fresh agricultural products retail formats;And the factors affecting the effects of fresh agricultural products consumption choices specially analyzed.Then make an empirical analysis of the retail terminal to consumer choice behavior.In the empirical analysis,mainly adopts the questionnaire survey and the descriptive statistical analysis method.Investigation and analysis of the main contents include two aspects:the first part mainly investigate consumers in choosing the influence factors of fresh agricultural products retail terminal,fresh agricultural products is divided into three categories:fruits,vegetables and fish meat and poultry,retail terminal for supermarkets and farmers’ market,from the consumer’s characteristics and influence factors explain why the farmers’ market dominant;The second part mainly research the consumer’s attitude towards online shopping fresh agricultural products and online shopping intention,there is an online shopping intention and consumers are concerned factors were investigated,points out the obstacles of fresh agricultural products e-commerce development.Finally on the basis of summarizing the research conclusion,put forward the relevant countermeasures and Suggestions.